Auxiliary programs can be a school’s hidden powerhouse if built with intention.
In this episode of the Independent School Moonshot Podcast, St. Mark’s School’s Director of Operations, Kristi Jacobi, and Summer Programs and Auxiliary Revenue Collaborative's (SPARC) Senior Advisor, Bob Rojee, share how they transformed an empty summer campus into a dynamic, revenue-generating engine.
You’ll hear how they aligned strategy with mission, managed culture shifts, and grew camp enrollment from 49 campers to over 1,000 sessions in just two summers.
Whether starting an auxiliary from scratch or expanding what you have, their story offers invaluable lessons for any school leader ready to think iteratively and entrepreneurially.
What You'll Learn from Kristi Jacobi and Bob Rojee:
- Prioritize with Purpose: Force-rank your goals before launching any auxiliary initiative to ensure strategic clarity and accountability.
- Invest in the Right Talent: Successful auxiliary programs need leaders who blend educational experience with business acumen.
- Market Demand Matters: Conduct thorough market analysis to uncover unmet demand, even in saturated markets.
- Be Mission-Adjacent: Programs must align with the school’s values while creating distinct experiences (e.g., brand-aligned but separate from full academic offerings)
- Manage Change Thoughtfully: Transparent communication and leadership endorsement are crucial to overcoming internal cultural resistance.
Discussion Prompts
- How clear are our priorities when it comes to generating non-tuition revenue?
- What hidden assets (space, expertise, brand) could we leverage better?
- Where might cultural resistance exist on our campus, and how can we thoughtfully address it?
- How could auxiliary programs enhance our school’s community relationships?
- Are we investing in the right talent to grow entrepreneurial programs?
